Product Marketing Essay Example | Topics and Well Written Essays - 2000 words

Product Marketing - Essay Example Brand awareness consists of brand recognition and brand recall. The former relates to consumers' ability to confirm prior exposure to the brand when given the brand as a cue. The latter relates to consumers' ability to retrieve the brand when given the product category, the needs fulfilled by the category, or some other type of probe as a cue. The management of Beijing brand awareness will play an important role in potential sponsorship decision making for three major reasons. First, it is important that potential sponsorships think of Beijing brand when they think about Olympics games. Second, Beijing brand awareness can affect decisions about brands in the consideration set, even if there are essentially no other brand associations. Finally and the most important, Beijing brand awareness affects sponsorships and consumers decision making by influencing the formation and strength of brand associations in the brand image. A necessary condition for the creation of a brand image is that a brand node has been established in memory. On the other hand, related to brand image, it is defined as perceptions about a brand as reflected by the brand associations held in consumer memory. Likewise, brand associations are the other informational nodes linked to the brand node in memory and contain the meaning of the brand for sponsorships and consumers. Based on the proposal of Keller (199... Based on the proposal of Keller (1993), marketing team of Beijing Olympics games has to consider three major categories of increasing scope: attributes, benefits, and attitudes. The attribute category is related with the features that characterize the Olympics games. Likewise, attributes are categorized in product-related and non product-related. The former is defined as the ingredients necessary for performing the product or service sought by consumers. The latter is defined as external aspects of the product or service that relate to its purchase or consumption. The four main types of non-product related attributes are: price information, packaging or product appearance information, user imagery (e.g. what type of person uses the product or service), and usage imagery (e.g. where and in what types of situations the product or service is used). In the case of management Beijing brand focused on sponsorships, marketing team has to put emphasis on user imagery. Associations of the typical sponsorship of Beijing Olympics are based not only on demographics aspect but also on psychographics. User image attributes can also produce brand personality attributes. Plummer (1985) assets that one component of brand image is the personality or character of the brand itself. Consequently, potential sponsors will expect to form part of a brand which is composed by sponsors of their same "personality" (e.g. brand image of the sponsors). The benefit category is the personal value consumers (in our case sponsorships) attach to the product or service attributes, that is, what consumers think the product or service can do for them. Benefits can be distinguished into three categories